THE EFFECT OF PERCEIVED BRAND LEADERSHIP TOWARDS CONSUMER SATISFACTION AND REPURCHASE INTENTION ON E-COMMERCE WEBSITE

This study tries to show the effect of brand leadership towards consumer satisfaction and repurchase intentions on e-commerce website. It is based on the concepts and theories of all research variables and empirical facts which are then formulated into hypotheses. Data analysis methods used are descriptive analysis and inferential statistical analysis. The tool used in this research is Warp PLS 6.0. The results of this study are positive but not statistically significant on quality perceptions of customer satisfaction and repurchase intentions. The perceived value has a positive but insignificant effect on customer satisfaction and repurchase intentions. The perception of innovation shows a positive and significant effect on customer satisfaction but not statistically significant on repurchase intentions. Perception of popularity has a positive and significant effect on customer satisfaction and repurchase intentions. Businesses who provide e-commerce websites will be better off if they can increase the popularity of their website so that they can provide the pleasure and pride of purchasing on their website. For consumers in this study, we found that promotion of the website itself, popularity of web will increase customer satisfaction and purchasing interest considering users who have known the website. Also, the website becomes a trendsetter that will increase customer confidence to use the website. KEY WORDS Perceived brand leadership, customer satisfaction, repurchases intention, E-commerce.